Florida Brazil
Pag 23
Search Florida Brasil


The empire created by Rede Globo in the 1980's encompassed 48 affiliated stations, covering 98% of the Brazilian cities and reaching 17.6 million households with a TV set. This would make for an audience estimated at 80 million viewers (Melo & Souza, 1984). According to Straubhaar (1989), Globo managed to create a pattern of taste among the audiences that was translated into the network slogan "Padrão Globo de Qualidade", meaning Globo’s Standard of Quality. The preoccupation with the production, with more expensive sets and out-door shootings have been a trademark of Brazilian novelas, more precisely linked to TV Globo.

Describing Rede Globo’s efforts in creating telenovelas, Reis (1999) compares the production of a novela to that of a Hollywood movie, where entire location sets are built to fit a specific storyline. Another distinction cited is the inclusion of many outdoors scenes, at least as many as indoors. For Reis (1999), "the nearest format in American television would be well-produced network miniseries, or made-for-TV movies." The network's vision to strive for quality differentiated it from the competitors. Globo was the first network to create an international department and the first to create research marketing and training departments (Mattelart & Mattelart, 1990).

There is a link between the establishment of TV Globo as the leading television network and its mastering of telenovelas, the most popular television program in Brazil. Globo developed the ability to produce an average of fourteen hours of original programs a day, all primetime programming, including three telenovelas, being in-house creations. Telenovelas dominate national programming and surpass in audience all the other genres, including imported productions (Mattelart & Mattelart, 1990; Ortiz et al., 1991).

Besides being the viewer’s number one choice, telenovelas are, economically speaking, the pillars of television in Brazil. This is well articulated by Zevi Ghivelder, cited by Ortiz et al. (1991), when he poses that "telenovas are the most profitable product in the history of television." He affirms that there is not a great television network in Brazil without novelas. Even though production costs may be high, they are offset by the price tag of advertisement and merchandising. The production cost is also diluted in the many chapters of the serial drama. Merchandising is how product placement is known in Brazil. This form of advertisement inserted in a media program to increase the visibility of a product or service, has the unique advantage of not breaking away from the program, but is intended to be part of the context, usually endorsed by the characters (La Pastina, 2001). Historically, telenovelas have an intrinsic relationship with merchandising, since they were created with the purpose of selling soaps and beauty products. Scholars agree that product placement in Brazil had long been a way to boost revenues (Ortiz et al., 1991, Melo, 1989; Straubhaar, 1982, 1989, 1991). La Pastina (2001) contends that Beto Rockfeller was the first novela to utilize product placement, popularizing a hangover medicine used by the protagonist. Even though the networks did not officially disclose the price for merchandising, it is the consensus that it is well over thirty percent of what is charged for a minute of standard commercial time. Knowing the financial importance of that practice, Globo created its own merchandising agency, which is responsible for the planning and elaboration of carefully inserting subtle ads into their production. While commercial time in Brazil is regulated to no more than fifteen minutes an hour, merchandising is not (Mattelart & Mattelart, 1990, Ortiz et al., 1991). To sell to the international market, scenes are taped twice with and without product placement.

Another successfully crafted enterprise conquered by Globo is the music business with the selling of telenovela soundtracks. Original scores are created for the specific story. A common practice now is for songs to be arranged for the novelas, without necessarily being created for the telenovela. To every new TV drama launched, there are two new records on the market, one with Brazilian songs and the other with international hits (Fernandes, 1994).

Globo built its media empire by vertical and horizontal integration. Besides the dominance in the television market, Globo Organizations is a business comprised of newspapers, radio stations, a publishing firm, an advertising production company, a recording company, a show business production, cable and satellite television, and Internet among other sectors (Mattelart & Mattelart, 1990; Amaral & Guimarães, 1994; Britos, 2000). Rede Globo is the fourth largest television network in the world, capturing 70% of television viewers in Brazil (Nechi, 1991; Allen, 1995). As its trademark, the competition battle does not stop in the homeland. Globo is also fighting to spread its wings abroad. In the United States, Globo International offers programs through satellite TV.



Table of Contents

Acknowledgements / Dedication - Abstract



Brazil Information Center

About Brazil
Bahia Resort Hotels
Brazilian Consulate
Brazilian Currency
Brazilian Flip Flops
Brazilian Recipes
Carnival of Brazil
Dictionary -Transltation
Flights to Brazil
Hotels in Rio de Janeiro
Immigration to US
Immigration Lawyers
Map of Brazil
Samba Music
Tourism to Brazil
Travel Agencies
Travel to Brazil
Visa to Brazil


Top Cities in Brazil for Tourism:

Belo Horizonte
Fernando de Noronha
Foz do Iguaçu
Porto Alegre
Rio de Janeiro
Salvador Bahia
São Paulo

Top Florida Cities for Tourism

Miami, FL  
Fort Lauderdale , FL
Orlando, FL
Tampa Bay, FL

Jacksonville, FL
Key West, FL
Naples, FL
West Palm Beach, FL
Boca Raton , FL  
Destin Florida
Pensacola Florida
Sarasota Florida
Fort Myers Florida
Clearwater Florida
Daytona Beach FL
Panama City Florida

Visiting Florida? Here some tips from Florida Brasil!

Cruise Vacation Package
Disney Vacation Package
Florida Beachfront Vacation

Florida Golf Packages
Florida Vacation Packages
Universal Studios Orlando







Privacy Policy
- Terms of Service - Site Map - Florida Guide

Copyright © 2005 by Elizabeth Barbosa - Florida Brasil.com
All rights reserved